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Flying high: EasyJet’s strategy for success Going head to head with legacy airlines

  • April 2014
  • -
  • MarketLine
  • -
  • 22 pages

Summary

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Introduction

Low cost airline carriers are often considered as group, competing solely on price with established flag-carrier airlines. Yet the two largest European low cost carriers, EasyJet PLC and Ryanair Holdings PLC, have followed distinctly different routes to success. This case study will examine the evolution of the strategy pursued EasyJet and how the business is positioned for the future.

Features and benefits

* An in-depth assessment of the business strategy of EasyJet.
* An analysis of the financial performance of EasyJet.

Highlights

Continual innovation is a hallmark of low cost carriers and particularly of EasyJet. Improvements often have multiple benefits – reducing operational costs while improving the passenger experience, such as mobile boarding cards.
As the travel industry changes and consumers move away from relying on travel agents, the company has taken the opportunity to offer additional products and services.

Your key questions answered

* How has EasyJet become a leading European airline?
* How does EasyJet differ from competitors such as Ryanair?
* In which areas does EasyJet have a competitive advantage against legacy airlines?

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